Mobile Ordering Reduces Wait Times and Enhances Customer Experience

Article Summary

A new study by Kalinowski Equity Research highlights the efficiency gains of mobile ordering in the restaurant industry. The research, conducted through mystery shopper tests at Chipotle, Dutch Bros, and Wingstop, found that mobile ordering significantly reduces wait times and improves customer satisfaction.

Mobile orders cut drive-thru wait times by an average of one minute and fifty-four seconds compared to traditional ordering methods. In-store pickup times were reduced by three minutes and thirty-one seconds, allowing customers to receive their meals faster. Additionally, accuracy scores for mobile orders were two percentage points higher than the drive-thru benchmark, and friendliness ratings increased by six percentage points.

Despite these benefits, the study found that only fifty-seven percent of mobile pickup shoppers encountered upsell offers, compared to sixty-four percent in drive-thru scenarios and seventy-five percent for on-premises visits. Researchers suggest that better integration of upsells into mobile apps could enhance the overall user experience.

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Local Business Types for Broadcasters to Consider Contacting

Quick-Service Restaurants – With mobile ordering improving efficiency, fast-food chains can highlight their app-based ordering options through broadcast advertising.
Coffee Shops and Cafés – As mobile ordering streamlines service, local cafés can promote their pickup features to attract busy customers.
Food Delivery Services – With digital ordering trends on the rise, delivery platforms can emphasize their speed and convenience through targeted media campaigns.

Three Creative Campaign Ideas for Broadcasters to Consider

Radio Station Commercial Idea: “Skip the Line, Grab and Go” – A campaign showcasing the benefits of mobile ordering, featuring testimonials from customers who enjoy faster service.
TV Station Commercial Idea: “The Future of Fast Food” – A visually engaging ad demonstrating how mobile ordering enhances speed and accuracy at local restaurants.
Digital Advertising Campaign Idea: “Order Ahead, Save Time” – A social media-driven campaign encouraging users to try mobile ordering, featuring interactive polls and customer feedback.